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Müşteri Perspektifinden Katılım Bankacılığı Üzerine Bir İnceleme: Kocaeli İli Örneği

Year 2020, Volume: 2020 Issue: 41, 1095 - 1127, 15.05.2020
https://doi.org/10.28949/bilimname.672138

Abstract

Türkiye’de bankacılık sektörü finansal sistemin ana gücünü oluşturmaktadır. Dolayısıyla bankacılık sektörünün gelişimi finansal ve ekonomik kalkınmayı da destekleyecek ve hızlandıracaktır. Türkiye’de bankacılık sistemi içerisinde hem konvansiyonel hem de katılım bankacılık modellerinin birlikte uygulandığı görülmektedir. Özellikle, katılım bankacılığının son zamanlardaki parlak gelişimi, sektör için önemli bir yeni kaynak oluşturmuştur. Bu noktada, katılım bankalarının tercih edilme nedenlerinin ya da kriterlerinin doğru bir şekilde analiz edilmesi, sektördeki müşteri kitlesinin daha iyi memnun edilmesini ve müşteri sayısının artmasına katkı sağlayacaktır. Bankacılık sektöründe müşterilerin sağlayacakları fonlar ve müşteri mevduatları ile finansal döngü sağlanmaktadır. Katılım bankacılığının ilerlemesi açısından müşterilerin mevduatlarını bu bankalarda değerlendirmeleri önemlidir. Müşterilerin katılım bankalarını doğru anlamaları ve diğer bankacılık modelinden farkının ne olduğunu bilmeleri, katılım bankaları ile çalışmalarında ilk önemli adım olmaktadır. Diğer yandan, bankacılık hizmetlerinden beklenen kaliteli hizmet, ulaşılabilirlik, kaliteli personel, uygun şube ve ATM hizmetleri vb. gibi temel bankacılık ürün ve hizmetlerinin elverişliliği ise katılım bankalarının tercih edilmesini destekleyecek önemli faktörler arasındadır.
Bu çalışmanın amacı katılım bankacılığını müşteri perspektifinden değerlendirerek, katılım bankalarının tercih edilme nedenlerini belirlemektir. Çalışmanın Türkiye’yi temsil edecek özelliklere sahip olmasından dolayı Kocaeli ilinde gerçekleştirilmesi uygun görülmüştür. Diğer bir deyişle, çalışmanın örneklem grubu Kocaeli ilindeki katılım bankalarının müşterilerinden oluşmaktadır. Kocaeli ilinde, Türkiye’de faaliyet gösteren 5 temel katılım bankasının da şubeleri bulunmaktadır. Bu bankalar “Albaraka Türk, Ziraat Katılım, KuveytTürk, Türkiye Finans, Vakıf Katılım bankası” olarak sıralanabilir. Çalışma hem nitel hem de nicel araştırma yöntemleri kullanarak araştırma problemini keşifsel bir yaklaşımla ele almıştır. Nitel araştırma içerisinde, 12 katılım bankası müşterisi ile derinlemesine görüşme yapılmış ve katılım bankalarının mevcut durumları, güçlü ve zayıf yönleri ile ilgili derinlemesine bilgiler elde edilmiştir. Nicel araştırma yöntemi kapsamında ise katılım bankası müşterilerine anket uygulaması yapılmış ve toplamda 407 adet anket formu analize tabi tutulmuştur.
Çalışmada derinlemesine görüşme sonucunda elde edilen bilgilere göre, katılım bankalarının bazı güçlü ve zayıf yanları tespit edilmiştir. Öncelikle, katılım bankalarının nakit kredi vermemeleri ve yetersiz tutundurma nedeniyle müşteriler açısından az tercih edildiği görülmüştür. Ayrıca katılım bankalarının bireysel projelere yeterince destek vermediği, yeni bankacılık ürünleri geliştirmede çok hızlı olamadığı, acil finansal ihtiyaçlara hemen cevap veremediği gibi ve katılım bankalarının tam olarak ne olduğunun anlaşılamaması gibi zayıf yönleri nedeniyle rekabette dezavantajlı duruma düştüğü görülmüştür. Diğer yandan, katılım bankalarının nakit kredi dışındaki ihtiyaçları karşılaması, iyi bir hizmet kalitesi ile hizmet vermesi, ticari müşterilere daha iyi hizmet verebilmesi ve düşük maliyeti ürünler sunması ile rekabette önemli bir avantaj elde edebildikleri görülmüştür.
Anket uygulaması sonuçlarına göre, müşterilerin katılım bankalarını tercih etmelerinde 5 önemli faktörün etkili olduğu görülmüştür. Bu faktörler, “dini faktörler, hizmet kalitesi, finansal faktörler, çevre etkisi ve dağıtım-tutundurma etkisi” olarak tespit edilmiştir. Araştırma bulguları literatürdeki öncü çalışmalar ile karşılaştırıldığına benzer ve tutarlı sonuçlar göstermiştir. Dini faktörler, çoğu çalışmada katılım bankalarının tercih edilmesine öncelikli faktörler olarak ispatlanmıştır. Hizmet kalitesi hem konvansiyonel hem de katılım / İslami bankacılık modelleri için önemli bir tercih ve memnuniyet değişkenidir. Katılım bankalarının yoğun dağıtım ve etkin dağıtım sistemine sahip olmaları ve tutundurma faaliyetlerine önem vermeleri, tercihi olumlu etkileyen faktörler arasındadır. Katılım bankaları müşterileri, sosyal çevrelerinden de etkilenebilmektedirler. Aile, arkadaş vb. dost çevresi önerileri, banka tercihi etkilemektedir. Bankacılık hizmetlerinin temeli olan finansal faktörler ise müşteri tercihini etkileyen önemli değişkenler arasındadır.
Sonuç olarak, Türkiye’de katılım bankacılığının gelişimi açısından müşteri portföyünün arttırılması gerekmektedir. Bu bağlamda, müşteri tercihlerine yönelmek ve müşteri memnuniyetini arttırmak önemli bir adım olacaktır. Katılım bankacılığının doğru tanıtılması, ürün ve hizmetlerinin etkin şekilde tutundurulması, müşterilerin katılım bankalarını daha iyi tanımalarını sağlayacaktır. Katılım bankalarının hizmet kalitelerinin yüksek tutmaları, diğer bankacılık modelleri ile rekabette önemli bir avantaj sağlayacaktır. Katılım bankacılığının gelişimini destekleyecek ve İslami bankacılık esaslarına uygun yeni ürün ve hizmetlerin geliştirilmesi ise katılım bankacılığının daha sürdürülebilir bir sisteme kavuşmasına katkıda bulunacaktır.

References

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An Investigation of Participation Banking Performance in Turkey From Costumer Perspective: The Case of Kocaeli Province

Year 2020, Volume: 2020 Issue: 41, 1095 - 1127, 15.05.2020
https://doi.org/10.28949/bilimname.672138

Abstract

The growth performance of participation banks may not be interrupted after a certain threshold, but it is possible to develop strategies that are sustainable and consistent with market dynamics. Investigating the reasons for which customers prefer these institutions and what their expectations are and analyzing the data obtained from these researches are important for the development of consistent strategies. With an investigation throughout Turkey in general, the reasons why customers prefer participation banks can be identified in order to improve basis for policy implementation. As a step towards carrying out such a research, it is aimed to investigate the reasons for preferring participation banks in Kocaeli. In the study, necessary data were collected and analyzed with the help of quantitative and qualitative research methods. Firstly, in-depth interview method was used in qualitative research to obtain the necessary information from 12 customers working with participation banks in the long-term. Secondly, the questionnaire method was used to collect information from a wider customer sample regarding the factors that are important for working with the participation banks. 407 healthy questionnaires were analyzed and interpreted and 5 main factors such as religious factors, service quality variables, social environment impact, financial variables and marketing mix variables were found to be effective in participation bank preference. The findings of this study, which is an exploratory research feature, give compatible results with the literature and it is thought that it will guide future studies.
Keywords: Islamic Economy, Participation banking, Islamic banking, participation bank, customer preferences

References

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  • ACKERMANN, P.L.S. and E. JACOBS. (2008). Developing banking products for Islamic corporate Clientele. Southern African Business Review Vol.12, No:1, pp.67-88.
  • AHMAD, K.; G.A. RUSTAM and M.M. DENT. (2011). Brand preference in Islamic Banking. Journal of Islamic Marketing. Vol.2, No:1, pp.74-82.
  • AL-AJMI, J.; H.A. HUSSAIN and N. AL-SALEH. (2009). Clients of conventional and Islamic banks in Bahrain. How they choose which bank to patronize. International Journal of Social Economics, Vol.36, No:11, pp.1086-1112.
  • AL-GAZZAR, M.M. (2014). The Financial Performance of Islamic vs. Conventional Banks: An Empirical Study on the GCC & MENA Region. Faculty of Business, Economics and Political Science Bachelor's Dissertation/ Senior Year Project Module Title: Research Methods 3. The British University in Egypt.
  • AL-RAHAHLEH, N.; M.I. BHATTI and F.N. MISMAN (2019). Developments in Risk Management in Islamic Finance: A Review. J. Risk Financial Manag., Vol.12, No:1, 1-22.
  • ALI, M. and S.A. RAZA. (2017). Service quality perception and customer satisfaction in Islamic banks of Pakistan: The modified SERVQUAL model. Total Quality Management & Business Excellence, Vol.28, Issue: 5-6, pp.559 -577.
  • AMIN, H. (2008). Choice criteria for Islamic home financing Empirical investigation among Malaysian bank customers. International Journal of Housing Markets and Analysis. Vol.1, No:3, pp.256-274
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  • CHOCHOĽÁKOVÁ, A.; I. GABČOVÁ; J. BELÁS and J. SIPKO. (2015), Bank Customers’ Satisfaction, Customers’ Loyalty and Additional Purchases of Banking Products and Services. A Case Study from the Czech Republic, Economics and Sociology, Vol.8, No:3, pp.82-94
  • DRIZANE, H. and H.A. AL-MALKAWİ, (2019). Profit and Loss Sharing (PLS) Modes of Financing in Islamic Financial Institutions. Industry Insights. https://journal.wahedinvest.com/profit-and-loss-sharing-pls-modes-of-financing-in-islamic-financial-institutions/.
  • DUSUKI, A.W. and N.I. ABDULLAH. (2007). Why do Malaysian customers patronise Islamic banks?. International Journal of Bank Marketing Vol.25, No:3, pp.142-160
  • ECHCHABI, A. and O.N. OLANIYI. (2012). "Malaysian consumers' preferences for Islamic banking attributes", International Journal of Social Economics, Vol.39, No:11, pp.859-74
  • EGRESI, I. and R. BELGE. (2015) Development of Islamic Banking in Turkey, Annals of the Constantin Brancuşi University of Targu Jiu, Economy Series, Vol.6, pp.5-21.
  • EROL, C. and R. EL-BDOUR. (1989) Attitude, Behavior and patronage Factors of Banking Customers Towards Islamic Banks, International Journal of Bank Marketing, Vol.7, No:6, pp.31-37.
  • FAIZULAYEV, A. (2011). Comparative Analysis between Islamic Banking and Conventional Banking Firms in terms of Profitability, 2006-2009. Eastern Mediterranean University May 2011 Gazimağusa, North Cyprus.
  • GEDIKLI, A. and S. ERDOGAN, (2019). An Investigation of Islamic Finance and Islamic Banking in Malaysia. Bilimname XXXVIII, 2019/2, pp.251-287.
  • JANAHI, M.A. and M.M.S. AL MUBARAK. (2017) The impact of customer service quality on customer satisfaction in Islamic banking, Journal of Islamic Marketing, Vol.8, No:4, pp.595-604.
  • HAMZAH, N.; N.M. ISHAK and N.I.M. NOR. (2015). Customer Satisfactions on Islamic Banking System. Journal of Economics, Business and Management, Vol.3, No:1, pp.140-144.
  • HARUN, T.; R. WASİMAH; R.A. RASHİD and A.B. HAMED. (2015) Factor Influencing Products’ Knowledge of Islamic Banking Employees, Journal of Islamic Studies and Culture, Vol.3, No:1, pp.23-33.
  • HARON, S.; N. AHMAD and S.L. PLANISEK. (1994) Bank Patronage Factors of Muslim and Non-Muslim Customers, International Journal of Bank Marketing, Vol.12, No:1, pp.32-40.
  • HUSSAIN, M.; A. SHAHMORADI and R. TURK, (2015). An Overview of Islamic Finance. IMF Working Paper. International Monetary Fund WP/15/120.
  • IDRIS, R.; K.N. M. NAZIMAN; S.S. JANURI; F.F.A.H. ASARI; N. MUHAMMAD; S.M. SABRI and K. JUSOFF. (2011). Religious Value as the Main Influencing Factor to Customers Patronizing Islamic Bank. World Applied Sciences Journal Vol.12 (Special Issue on Bolstering Economic Sustainability). pp.8-13.
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There are 50 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Seyfettin Erdoğan 0000-0003-2790-4221

Ayfer Gedikli 0000-0002-7128-1976

Seda Yıldırım 0000-0003-4367-6652

Durmuş Çağrı Yıldırım 0000-0003-4168-2792

Sema Yılmaz Genç 0000-0002-3138-1622

Elif Haykır Hobikoğlu 0000-0003-3575-7508

Fatma Erdoğan 0000-0003-2218-7315

Publication Date May 15, 2020
Submission Date January 8, 2020
Acceptance Date May 1, 2020
Published in Issue Year 2020 Volume: 2020 Issue: 41

Cite

APA Erdoğan, S., Gedikli, A., Yıldırım, S., Yıldırım, D. Ç., et al. (2020). An Investigation of Participation Banking Performance in Turkey From Costumer Perspective: The Case of Kocaeli Province. Bilimname, 2020(41), 1095-1127. https://doi.org/10.28949/bilimname.672138